18/01/2018 – Fairs&Events

China Kids Expo: Ideas from Shanghai

In October 2017 Shanghai hosted China Kids Expo, which was held this year as a part of a large-scale fairs with three co-located events of China Toy Expo, China Preschool Expo and China Licensing Expo. By Maria Górecka, contributor to the Polish trade magazine Branza Dziecieca, BCMI member

deco bebe

Deco Bebe © Maria Górecka


Joie © Maria Górecka

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Both the numbers of exhibitors (with over 2000 stands) and the capacity of fairs (up to 180 000 m² exhibition area) had grown extensively, while the visitors were offered two exhibition halls more to visit compared with last year edition. 
The majority of visitors comprised of local retailers seeking inspiration, yet the number of foreign clients interested in sealing business partnerships during Chinese fairs is continually growing. This year only Shanghai welcomed over 6000 overseas visitors, which resulted in more interest in Chinese producers’ and exporters’ stands. 
Visitors from abroad, who participated in Shanghai event for the first time, could rely on the „Star Suppliers” label accredited by the organizing entity China Toy & Juvenile Product Association (CTJPA) to the shortlisted exhibitors meeting 5 criteria including product quality, production capacity or CSR (Corporate Social Responsibility). 
China Kids Expo offered an opportunity to display more European and American brands, which not only are selling well in China, but also are considered trendsetters in the Chinese market. It was well displayed and visible at „Global Trends in China 2018” stand, with innovative products awaiting launch to the Chinese market. Vast number of awarded strollers (and prams), child safety seats and accessories are by European brands. 
What raised considerable interest were the innovative Chinese brands, which stood against the mainstream of copying foreign brands’ products and opted for their own ideas and project design. Such brands as Deco Bébé or Robotime made a huge impression on the international public being able to combine a great idea with an original design and decent price. These brands boast huge global potential – could fairly compete at the European markets. 
In general, the presence of some relatively small European manufacturers was a very good sign at the event. Although they might not be able to kick off independently at the Chinese market, they are very successful in marking their presence via thriving Chinese distributors. Just to mention Yoobie, which distributes the products of such brands as Goki, Vikingtoys or Play&Go in China. Yoobie owner is a very skilled businesswoman who seeks original European and American toys to introduce successfully to the Chinese market. Apparently, she knows the local tastes well as Yoobie stand had been continually occupied by the crowds of visitors. 
Business fairs took 3 days, yet an added value for the external exhibitors was the following 2 day part dedicated to the consumers. As a result, while still in Shanghai, the retailers could instantly get the feedback by observing the reaction of the Chinese parents to their products. 
Another novelty this year was China Preschool Expo being a separate component within the China Toy Expo. It enabled visiting two exhibition halls full of toys and accessories for preschool audience. This very part of China Expo attracted both the owners of nurseries and kindergartens as well as international clients. 
2018 edition of China Kids Expo will be held in October, 16-18, which is worth putting on the agenda already as the organizer, CTJPA, is planning to book all 17 halls of the Shanghai Exhibition Centre, yet to increase the number of exhibitors at all 4 events being held simultaneously.